Goongjoong Bichaek ‘Baby’s own power’ campaign

Baby skincare brand Goongjoong Bichaek carries on the wisdom of Ojitang (five branches bath), and proceeded ‘baby’s own power’ campaign to propose a new paradigm with the importance of immune system by strengthening the baby’s own power, rather than just protecting the baby.
We strived to ceaselessly communicate with the customers by bringing out a consensus among housewife targets through a new way of bringing up babies, and induced the proliferation of the campaign with a TV commercial.

We focused on the campaign message of ‘baby’s own power’ when producing the online advertisements in general, including campaign site, promotion, viral ad, media ad and tracking.
The campaign site was constructed in a leaflet form, and reached the target with a friendly, emotional approach from the overall concept of palace secret story being told to mothers.
Moreover, the promotion was programmed with a logic that people have to watch the video to participate in the event, in order to spread the TV commercial, and effectively delivered the campaign message and brand USP. In terms of media, we focused on mobile ad considering the housewife target’s convenience and usage habits.
Viral ad was organized together with tips of bringing up babies and other interests of the target, and naturally exposed the campaign message.

We recorded over 800,000 viral hits and 180,000 YouTube hits and contributed to the proliferation of the campaign, and brought out over 300,000 website visitors and over 30,000 event participants.

The campaign induced sympathy of housewife targets and continuously became the talk of the town online, so that a second campaign was proceeded as an extension.